BMW M Drops the ‘Competition’ Badge as Every Model Becomes a Flagship
BMW M boss Frank van Meel has confirmed what many enthusiasts already suspected: the “Competition” label is gone for good. The reason is disarmingly simple. When roughly 80 percent of customers already choose the more powerful version, pretending it’s an optional extra starts to look a bit pointless.
According to BMW’s official M blog, buyers’ habits became so one-sided that the separate “Competition” designation no longer served a purpose. As van Meel put it, “You could say that every current M model is a Competition.” What used to be the top-spec trim is now the baseline.
A Logical Step, Not Just Marketing
Several outlets note that the decision isn’t merely about tidier badges but also about production realities. The standard versions had been fading from order sheets for years, as most customers willingly paid extra for the stronger engine and sportier setup. “Competition” became a polite label for something that was no longer optional, losing its meaning in the process.
A New Hierarchy: M, CS and CSL
Van Meel outlined a clearer three-tier structure for the future. Every M model now starts where the old Competition once sat. Above that sit the sharper and lighter M CS versions, while the limited-run collector specials retain the iconic M CSL badge. It’s a neat hierarchy where each level is obvious and distinct.
The new M2 already follows this philosophy. It’s more powerful and more focused than the old M2 Competition, even though the word has disappeared from its bootlid. In essence, the label went away, but the substance stayed.
Fewer Letters, More Clarity
The change also solved a minor identity crisis within BMW M. The division admitted that names like “M3 xDrive Competition CS” were getting a little ridiculous. As van Meel wryly noted, too many letters on the back don’t make the car any faster. There’s a certain irony in that: when a sports car’s name has more syllables than its engine has revs in thousands, the brand might be overdoing it.
Staying True to the Engine Room
Van Meel also reaffirmed that BMW M won’t be downsizing to smaller engines any time soon. “Four- and three-cylinder engines are for others,” he said earlier this year. The M line will continue with straight-sixes and V8s, adapted to meet tougher emissions rules. Marketing terms may come and go, but the mechanical soul of BMW M remains intact.
The Broader Picture
BMW’s move reflects a wider trend in the car industry, where performance is no longer an add-on but an expectation. Buyers now assume even the base model will deliver maximum punch, so “Competition” as a concept loses relevance. Unlike Audi’s RS range, which still offers multiple power levels, BMW M has chosen to streamline its lineup and keep only the top tier.
It’s a bold simplification that makes life easier for customers, even if some purists may find it a little too straightforward.
